you go into safeway, you go into -- well, let's say you go into kroger. listen, a new product. why don't they say we don't need room for your product. we've got pepsico, coca-cola. i'm sorry, it's great you have a new product, no shelf space. >> we show them our products are growing. if you break the cst category down, flavors are still growing. cash natured soft drinks, cola has had fatigue, flavors are growing. they want to see something growing. they get that category back to profitability. so we walk in and work with them on category management, say, let's make sure we have the brands in here that are number one or number two in their category. when we do that, our brands win. >> well, it sounds like, look, you've -- been able to make a huge amount of money without a lot of growth. if you get growth, it's probably going right to the bottom line. >> right to the bottom line. very shareholder-friendly. >> i know you are. other categories in the company are too. you have great businesses you're against but you have a fantastic return. that's larry young, president and ceo of d